Meeting Martino Sclavi
When we think of storytelling, we think about stories we have read or heard. The most compelling stories are those of real people. Today I’ll share my experience, talking with the late Martino Sclavi.
If you don’t know who Martino Sclavi is, you have my full permission to stop reading this post and go and research him. As part of the book I wrote and subsequent podcast (100 Stories of Cancer), I met Martino.
“What ideas do you have about the things in your head… that it’s evil? That it wants to attack you? Or that it’s a bird in your head? I narrate things with humour”
- Martino Sclavi.
Ideate
Martino was a creative and film director, who in 2011, was diagnosed with grade four glioblastoma - an aggressive form of brain tumour. After his second surgery he was left unable to speak, read or write. With time, Martino relearnt to speak (in his three languages!) but was unable to read again.
Even with that, he wrote an entire book through his memory of touch typing titled, The Finch in My Brain. In it, he explains his story. His life before and after being diagnosed with a brain tumour, and how the hole that his surgeries left in his brain looked like a Finch. This led to him creating a relationship with the bird and the title of his book.
“We talk about it. Talk about your problems and mine and we work on it, together.”
- Martino Sclavi
Iterate
Why do we tell people's stories when creating brands? When we focus on the human part of a story, the hard parts and emotional ups and downs, we invite others to resonate and connect. We empower them to picture themselves in the same place, to bring their own ideas and previous experiences to the forefront of their mind.
When telling stories, it’s important we keep the difficult parts of the story. By tapping into this wealth of emotional experience, we are more likely to connect with others and make real connections that
“It’s [about telling] stories. Being forced to do it ourselves as ill people is good for us… it’s okay, we are here and every day is a beautiful day and that’s it.”
- Martino Sclavi
Martino passed away in March of 2020, a loss that is still felt by many, myself included. Here is the animation I made telling his story:
So, why do we tell people’s stories? To keep them alive.
Implement
🧠 How can you add a positive spin (or bird!) to your story?
🧠 Have you looked up Martino Sclavi? (you should!)